Case Study

Solicitors firm cost per lead down from £373 to £28 in 12 months.

This central London boutique solicitors firm joined Exposure Ninja in August 2016, looking for major improvements in ROI from their existing Google Adwords Account.

Their Adwords campaign had been running for 8 months, having spent a considerable amount of money with very little return. Therefore, the main objective of the campaign was to increase the number of leads and return on ad spend.

1. Background

London is one of the world’s most expensive cities to run legal PPC campaigns, so it’s no surprise that this account had been running unprofitably prior to our takeover. As well as addressing the PPC, we had also started an SEO campaign and had made some fairly significant changes to the client’s website in order to improve the conversion rate.

2. Strategy

After a thorough account review, we decided to set up a brand new campaign which better resembles the website structure and advertises the client’s services.

We created some new ads which promoted the firm in their brand’s tone of voice and with a clear message. As the ads are the very first brand communication that potential clients encounter, it is necessary that they emit a sense of confidence, trust, and reliability, particularly at a time when their prospects are often scared, emotional and unsure of what their options are.

Knowing that CPC for the phrases we were going to be targeting could be over £8 per click, we knew that it was going to be important to increase Ad Rank by hyper-targeting the ads and landing pages to the keywords being searched.

As the competition was high and keywords were expensive, we needed to ensure that every click to the site was as relevant as possible, so we also began frequently adding to the negative keyword list.

3. Results

Prior to starting with Exposure Ninja, the site had been receiving a maximum of 2 contact form completions or calls a month. Within 4 months of our management, they were up to 14 from PPC activity alone. Within 10 months, SEO and PPC conversions hit 56 per month.

We have not only managed to increase the conversion rate but, since our account takeover, we’ve managed to save an average of 43% on their Adwords budget, which more than pays for our management fees. Over 12 months, we’ve brought CPA down from their initial figure of £373 to just £28.

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